January 10, 2017 update: Starting today, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high. As we said, this new signal is just one of hundreds of signals that are used in ranking and the intent of the search query is still a very strong signal, so a page may still rank highly if it has great, relevant content. Please head to the webmaster forums if you have any questions.

In Google Search, our goal is to help users quickly find the best answers to their questions, regardless of the device they’re using. Today, we’re announcing two upcoming changes to mobile search results that make finding content easier for users.

Simplifying mobile search results

Two years ago, we added a mobile-friendly label to help users find pages where the text and content was readable without zooming and the tap targets were appropriately spaced. Since then, we’ve seen the ecosystem evolve and we recently found that 85% of all pages in the mobile search results now meet this criteria and show the mobile-friendly label. To keep search results uncluttered, we’ll be removing the label, although the mobile-friendly criteria will continue to be a ranking signal. We’ll continue providing the mobile usability report in Search Console and the mobile-friendly test to help webmasters evaluate the effect of the mobile-friendly signal on their pages.

Helping users find the content they’re looking for

Although the majority of pages now have text and content on the page that is readable without zooming, we’ve recently seen many examples where these pages show intrusive interstitials to users. While the underlying content is present on the page and available to be indexed by Google, content may be visually obscured by an interstitial. This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.

Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.

Here are some examples of techniques that make content less accessible to a user:

Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.

Displaying a standalone interstitial that the user has to dismiss before accessing the main content.

Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.

Examples of interstitials that make content less accessible

An example of an intrusive popup

An example of an intrusive standalone interstitial

Another example of an intrusive standalone interstitial

By contrast, here are some examples of techniques that, used responsibly, would not be affected by the new signal:

Interstitials that appear to be in response to a legal obligation, such as for cookie usage or for age verification.

Login dialogs on sites where content is not publicly indexable. For example, this would include private content such as email or unindexable content that is behind a paywall.

Banners that use a reasonable amount of screen space and are easily dismissible. For example, the app install banners provided by Safari and Chrome are examples of banners that use a reasonable amount of screen space.

Examples of interstitials that would not be affected by the new signal, if used responsibly

An example of an interstitial for cookie usage

An example of an interstitial for age verification

An example of a banner that uses a reasonable amount of screen space

We previously explored a signal that checked for interstitials that ask a user to install a mobile app. As we continued our development efforts, we saw the need to broaden our focus to interstitials more generally. Accordingly, to avoid duplication in our signals, we've removed the check for app-install interstitials from the mobile-friendly test and have incorporated it into this new signal in Search.

Remember, this new signal is just one of hundreds of signals that are used in ranking. The intent of the search query is still a very strong signal, so a page may still rank highly if it has great, relevant content. As always, if you have any questions or feedback, please visit our webmaster forums.

Since the launch of critic reviews last year, we have been focused on supporting more types of reviews, like restaurant reviews, cafes, or any other type of a local business. Recently we’ve announced the availability of critic reviews for local businesses. By incorporating structured data to their sites, publishers can promote their content on local Knowledge Graph cards and users can enjoy a range of reviews and opinions.

Critic reviews are available across mobile, tablet and desktop, allowing publishers to increase the visibility of their reviews and expose their reviews to new audiences, whenever a local Knowledge Graph card is surfaced. English reviews for businesses in the US are already supported and we’ll very soon support many other languages and countries.

Publishers with critic reviews for local entities can get up and running by selecting snippets of reviews from their sites and annotating them and the associated business with schema.org markup. This process, detailed in our critic reviews markup instructions, allows publishers to communicate to Google which snippet they prefer, what URL is associated with the review and other metadata about the local business that allows us to ensure that we’re showing the right review for the right entity.

Google can understand a variety of markup formats, including the JSON-LD data format, which makes it easier than ever to incorporate structured data about reviews into webpages! Publishers can get started here. And as always, if you have any questions, please visit our webmaster forums.

It's 2016 and it's hard to believe that browsing the web on a mobile phone can still feel so slow with users abandoning sites that just don't load quickly. To us — and many in the industry — it was clear that something needed to change. That was why we started working with the Accelerated Mobile Pages Project, an open source initiative to improve the mobile web experience for everyone.

Less than six months ago, we started sending people to AMP pages in the “Top stories” section of the Google Search Results page on mobile phones. Since then, we’ve seen incredible global adoption of AMP that has gone beyond the news industry to include e-commerce, entertainment, travel, recipe sites and so on. To date we have more than 150 million AMP docs in our index, with over 4 million new ones being added every week. As a result, today we’re sharing an early preview of our expanded AMP support across the entire search results page --not just the “Top stories” section.

To clarify, this is not a ranking change for sites. As a result of the growth of AMP beyond publishers, we wanted to make it easier for people to access this faster experience. The preview shows an experience where web results that that have AMP versions are labeled with . When you tap on these results, you will be directed to the corresponding AMP page within the AMP viewer.

AMP in Search Preview

Try it out for yourself on your mobile device by navigating to g.co/ampdemo. Once you’re in the demo, search for something like “french toast recipe” or music lyrics by your favorite artist to experience how AMP can provide a speedier reading experience on the mobile web. The “Who” page on AMPProject.org has a flavor of some of the sites already creating AMP content.

We’re starting with a preview to get feedback from users, developers and sites so that we can create a better Search experience when we make this feature more broadly available later this year. In addition, we want to give everyone who might be interested in “AMPing up” their content enough time to learn how to implement AMP and to see how their content appears in the demo. And beyond developing AMP pages, we invite everyone to get involved and contribute to the AMP Project.

We can’t wait to hear from you as we work together to speed up the web. And as always, if you have any questions, please visit our webmaster forums.